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Introduction to Digital Marketing

The internet is the new-age supermarket and mall! Users are increasingly using the internet to surf, check and buy products/services online. Brick and mortar stores are taking the hit badly across the board. In such a scenario, every product seller and service provider needs to have a functional digital marketing strategy in place.

Digital Marketing

Digital Marketing

The internet is the new-age supermarket and mall! Users are increasingly using the internet to surf, check and buy products/services online. Brick and mortar stores are taking the hit badly across the board. In such a scenario, every product seller and service provider needs to have a functional digital marketing strategy in place. Without using the internet as a medium to advertise, promote and sell products/services, brand owners will miss a colossal trick up their sleeves. The goal of digital marketing is simple: use the internet to reach out to more consumers with products/services and market them through online means and technology.

The Objectives of Digital Marketing

There are several objectives of digital marketing. We have outlined a few of them here:

  • Create product/service awareness. Consumers are using computers, tablets and cell phones to check up brands and their wares online. As a marketer, you need to be where your consumers are: online

  • Sales revenue will pick up with the help of digital marketing. Consumers are buying products/services online because of convenience, reliability and sheer range of options. As a brand, you cannot stay away from this revenue-generating medium

  • Customer loyalty is the primary objective of any brand today, mainly due to the range of options and competitors available in every single field. With digital marketing, you can foster customer loyalty by enabling your consumers to buy anytime, anywhere

  • Customer engagement is another objective of digital marketing. Customers need an interactive website, social media attention and other tools to stay connected with the brand

  • Brand management can be done effectively through digital marketing channels. Managing brands is about positioning it online for target demographics. With digital marketing, the market segregation and demographic demarcation is more pronounced and precise

The Benefits of Digital Marketing

Digital marketing comes with a bag full of benefits. We have listed three for you:

  • Cost Effective: Digital marketing has the lowest investment if you consider how vast its reach is. It has a high return on investment if you count the number of eyeballs that every single online ad has the capability to attract. The cost effective factor of digital marketing makes it possible for every single brand to try and have a digital marketing strategy in place

  • Maximum Reach: We touched upon this in the previous point. An ad on Google for a particular brand and keyword is seen by thousands of consumers, irrespective of their geographical location in some cases. You cannot match this reach on any other medium like the TV or radio. The reach of digital marketing ensures that brands are able to penetrate deep into territories that were unreachable without the internet

  • Fast: Digital marketing is faster than any other medium of marketing. It takes days to get a newspaper ad published and weeks to construct and publish a radio or TV ad. It takes seconds to get an online ad live! It takes some button clicks to interact with consumers, record their feedback and register their opinions, some qualities that make digital marketing so potent

Digital Marketing Strategy

The strategy of digital marketing is developed by using the 4Ps of traditional marketing: Price, Product, Promotion and Place. Here’s how it’s done:

  • The planning is done at the level of developing the digital marketing mix. We have talked about digital marketing mix in depth in a different module.

  • The execution of the plan is done through SEO, web designing, social media marketing (SMM), email marketing, mobile marketing, SMS marketing, Affiliate marketing and PPC, etc

  • The monitoring is done with the help of Google Analytics and Web Master Tools (WMT)

Screen Shots and Illustrations

Introduction to Digital Marketing 1

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ASSIGNMENT : Assignment: TG MARKS : 10  DURATION : 4 weeks, 2 days

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